attention and perception in 03

7/30/2019 Attention and Perception in 03

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By : Vikas chaudhary


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PERCEPTION Perception is subjective-

approximation of reality

More information is

available than can beprocessed


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Information Processing for Consumer

Decision Making

EXPOSURERandom______________Deliberate

ATTENTIONLow involvementHigh Involvement

INTERPRETATIONLow involvementHigh Involvement

MEMORYShort term____________Long Term

PURCHASE /CONSUMPTIONDECISIONS

PERCEPTION


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Perception

the process by which stimuli in the external,physical world are translated into internal,mental representations;

three stages: sensation: registering stimuli through the five

senses (vision, sound, taste, smell, touch);

attention: allocating processing resources tocertain stimuli;

comprehension: interpreting stimuli that havebeen attended to;


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Sensation

sensation refers to the process of registering externalstimuli through the sensory receptors (i.e., the sense

organs);

sensation is subject to sensory thresholds:


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Absolute threshold

Minimum amount of stimulation or smallest

intensity of a stimulus that can be detected by a

sensory receptor.


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Differential thresholds and Webers law

Minimum amount of change in stimulation or the smallestdifference between two stimuli that can be detected by asensory receptor (also called the just noticeable difference or

jnd);

according to Webers law, the greater the intensity of a stimulus,the more the stimulus has to change for a change to be noticed;thus,

jnd = k x I

where jnd is the just noticeable difference, I is the intensity of thestimulus, and k is a constant that differs for different sensorymodalities;

applications: marketers want consumers to notice a change marketers do not want consumers to notice a change;


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Subliminal perception

notion that certain stimuli, even ifpresented below the threshold ofconscious awareness, mayinfluence consumers behaviorsubconsciously;

types of subliminal stimuli:

very briefly - presented visualstimuli

Sub audible messages

embedded stimuli


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Perceptual selection

Consumer selectivity in perception it could be on pastexperiences and motives besides the nature ofstimulus itself. E.g. -on a regular basis we visit themarket and make desired purchases


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Stimulus factors

Type of product

Physical characteristics.

Colour ,brand nameAdvertisement

Claims

Packaging

Contents
http://www.waldorfresources.net/nstoys/images/princess.jpg


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Expectations

People see what they expect

to see .More attention given to astimulus which does notblend in to the background

Stimuli with unexpectedcontent tend to receive moreattention (prioritized aspotentially important

information)


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Motives

Consumer tend toperceive thosethings that topmost

in their need orwant list.

E.g. a personcontemplating to

buy a PC is morelikely to notice adsof comp and ignoreothers.


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Selective Exposure

Consumer areattentive tostimuli that arerelevant , pleasantand ignoreunpleasant ones.

E.g. one who hasbought anexpensive PC is

more likely to seeads that reinforcethat purchasedecision.


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Selective attention

Consumer are selective in paying attention to ads ormessages.

E.g. some are price sensitive & for other quality isimportant accordingly they pay attention to such ads.


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Adaptation

Consumer do not notice the stimuli to which they havebecome adapted.

E.g. - an ac movie theatre feels quite cool in beginningbut a short time later we adapt to it.


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Perceptual vigilance and defense

Consumer are likely to modify or distort any info thatis not consistent with their need ,wants ,values ,beliefs.

When intense fear appeals are used in selling anyproduct ,they may become threatening to a point thatconsumer use p v for entire message.


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Perceptual blocking

Consumer protect themselves from being exposed toinnumerable stimuli by blocking them.

Consumer screen out enormous amounts of TV ads bytuning out


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Perceptual organisation

Closure

Grouping

Figureand

ground


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Figure and ground

People have a tendency to organise their perceptioninto figure and ground .

Our learning influences which stimuli to be perceivedas figure & which as ground.


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Grouping

Individuals have tendencyto group a variety ofinformation or items closeto each other in time or

space and form a unifiedpicture.

E.g. In ad for coffee mayshow a young man &womensipping the beverage in abeautiful furnished &decorated living room

so consumer associate thedrinking of beverage withcomfortable living andromance


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Closure

Individual have a need for closure & fulfill theirperception in manner that leads to a complete picture.

Since incomplete ads messages are remembered betterthan completed ones .


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Distortion of perceptions

Physical appearance

Stereotyping stimuli

Irrelevant stimuli

First impression

Jumping to conclusion

Halo effect


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Price perception

Consumer have certain expectation of what the price isor should be of a product or service .

Their expectation may or may not reflect the actualprice of the product or service.

Consumer often associate the price of the product withservice.


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Consumer risk perception

Financial and monetary risk

Performance risk

Physical risk Social risk

Psychological risk


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attention and perception in 03

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